Consumer Motivation

Represents the drive to satisfy both physiological and psychological needs through product purchase and consumption Gives insights into why people buy certain products

Stems from consumer needs industries have been built around basic human needs Key to company’s survival, profitability and growth

Motivation Driving force within individuals that impels them to action. Produced by state of tension, resulted from unfulfilled need.

Needs Innate needs Physiological, biogenic Primary needs Acquired needs Psychological, psychogenic Secondary needs

Types of Consumer Needs Physiological Needs Fundamental human needs, including food, water, and sleep

Safety and Health Needs Threats to our safety and health motivate purchases for personal security and protection

Need for Love and Companionship Humans are social creatures who need to experience and express love and companionship Services and products help individuals find and attract others Products are often used as symbols of love and caring

Need for Financial Resources and Security A need that includes others important to the individual

CONCERN FOR OTHERS PERCEPTION ABOUT US Social Image Needs Conspicuous consumption purchases motivated to some extent by the desire to show other people how successful they are Companies reinforce the notion that products enable users to communicate their social image

Need for Pleasure Products, services, and consumption activities provide fun and excitement

Need to Possess Consumers often acquire products simply because of their need to own such products— e.g., collectors

Need to Give Give something back to others or reward ourselves Self-gifts let us motivate, reward, and console ourselves U O U

One reason we read or watch TV Plays an important role in persuasion—if an ad appears when consumers need information, they are more likely to pay attention than when they don’t need the information Need for Information

Need for Variety Marketers may introduce different versions of original brand Variety may become focus of product positioning

Motivational Conflict and Need Priorities Satisfying a need often comes at the expense of another need—these trade-offs cause motivational conflict

Types of Motivational Conflict Approach-approach: deciding between two or more desirable options

Avoidance-avoidance deciding between two or more undesirable options

Approach-avoidance behavior has both positive and negative consequences

Resolving motivational conflicts requires prioritizing needs

The Challenge of Understanding Consumer Motivation Reasons underlying consumer motivation are not always “obvious” Research is necessary to discover real motivations behind behaviors People don’t always want to disclose real reasons for their actions People don’t always know why they do what they do—unconscious motivation Motivations change over time

Need Arousal

HOW TO MOTIVATE CONSUMERS MONEY INCENTIVE LOYALTY PROGRAMME PERCIEVED RISK CUROSITY

Motivating with Money Price cuts, specials, rebates, and coupons motivate purchase Resulting sales may increase, but profits may not Attracts consumers less likely to repeat Price reductions may increase price sensitivity

Provide Other Incentives Premiums, free products, contests, and sweepstakes are designed to motivate consumers to purchase

Implement a Loyalty Program Motivate repeat buying by providing rewards to customers based on how much business they do with the company Tracks consumer purchases and provides estimates of Customer Lifetime Value

Enhance Perceived Risk Perceived risk: consumers’ apprehensions about the consequences of their behavior (buying and consuming the product) Greater perceived risk increases search Educating consumers about risks may motivate them to make more informed choices that reduce exposure to risk

Arouse Consumers’ Curiosity For new products, educating potential customers is crucial Curiosity often leads to an enhanced need for information May advertise a benefit that is not normally associated with the product